What makes Smirnoff such a great blank canvas?

The next time you enjoy a sip of Smirnoff vodka, you might want to take a moment to appreciate it.

No, not just because of its crisp, smooth taste and classic vodka aroma. That drink in your hand was no easy feat, it is the result of a 10-stage and 10-hour purifying process dating back hundreds of years.

Given its reputation for clarity, it is interesting to know that for centuries vodka was known as an impure spirit, often infused with flavourings to mask its taste. It wasn’t until the late 18th century that a very clever process of filtering the spirit through charcoal to remove the impurities was discovered. This process was later perfected in the late 19th century by one Moscow vodka maker who outdid his competitors by passing his vodka through multiple columns of birch charcoal. That maker was P.A Smirnoff and his signature method of production is still used today, resulting in flawlessly pure vodka.

This tradition of purity has been the key to Smirnoff’s success around the world. In the late 1930s, Smirnoff arrived in the United States with the tough task of winning over a nation of whiskey drinkers. But it did not take long before Americans realised this so-called 'white whiskey' made the perfect base for making great drinks without compromising flavours and could be mixed with just about anything. P.A Smirnoff's legacy remains today as the world continues to enjoy his clean, pure vodka.

Check out the video below of Smirnoff's Global Ambassador Kenji Jesse demonstrating the impressive power of charcoal. You will never look at your cocktail the same way again.

Visit thebar.com/outsidetheglass for more inspiration and even more superb Smirnoff recipes.

Drink Responsibly. Visit drinkaware.co.uk for the facts.